Dalaman, Ortaca and Köyceğiz Hoteliers and Tourism Operators Association (DOKTOB) Chairman Yücel Okutur discussed the current state of tourism in Türkiye and Muğla during the “2026 Season Review, 2027 Expectations” panel held as part of the Istanbul Tourism Fair (ITF).
Okutur said that although the number of tourists visiting Türkiye has increased, tourism revenues have not risen at the same rate. He particularly highlighted the change in the profile of tourists visiting the country and said that higher-income visitors who used to spend more at destinations were no longer coming to Türkiye at the same level.
Describing the change in the tourist profile, Okutur said: “In the past, tourists who spent money at the destination were coming. Now, we are facing a tourist profile bringing their water to hotels.”
He said tourists visiting Türkiye in previous years used to spend significantly more outside their hotels. “Until 2020, there was a tourist profile that spent money in Türkiye. When they went shopping, there were tourists spending £3,000 or £5,000,” Okutur said.
According to Okutur, despite Türkiye’s tourism assets and accommodation infrastructure, the growing share of lower-spending tourist segments has become an important issue for the sector.
Okutur criticizes growing hotel supply
Okutur also identified the increase in hotel supply as one of the main challenges facing the tourism industry.
He described the situation as “hotel inflation” and said the growing number of accommodation facilities was increasing price competition. “There are two types of inflation in Türkiye. One is the inflation affecting all sectors, and the second is hotel inflation caused by everyone, from pastry shop owners to bakery operators, opening tourist hotels. The biggest problem in Turkish tourism right now is hotel inflation. A hotel looks at the situation and, when it cannot achieve what it wants, cuts its prices. Too many hotels are being built, and as more hotels are built, prices fall,” Okutur said.
He said the increasing number of properties and the resulting pressure on prices were affecting the revenue structure of tourism businesses and their ability to maintain service quality.
Staff shortages also affect the tourist profile
Okutur also addressed the shortage of qualified employees in the tourism industry, saying that the increase in hotel supply was further increasing the need for qualified personnel.
“If we cannot find qualified staff, we cannot provide quality service. When we cannot provide quality service, unfortunately, cheaper tourists start coming to those beautiful hotels,” he said.
Okutur also said inflation had made Türkiye an expensive destination for tourism, while tourism businesses beyond hotels were also facing high operating costs.
Focus turns to the 2027 season
Okutur said the increase in tourist arrivals had not translated into a corresponding increase in tourism revenues and indicated that expectations for the 2027 tourism season were not high.
He also emphasized that Türkiye’s tourism performance should not be assessed solely through visitor numbers, but also through the spending capacity of visitors and the economic value they generate at destinations.
